Interactive Luxury Bus Shelter

Executive Summary

For their #TakeYourChance campaign, Chanel wanted to surprise and delight consumers in an unexpected place: a city street. In partnership with media agency Kinetic, Chanel set out to transform an ordinary bus shelter in downtown Chicago into an immersive, interactive brand experience. The goal? Bring the playfulness and elegance of their Chance fragrance line to life in a way that encouraged passersby to stop, engage, and share the moment on social media.

Working closely with Chanel and Kinetic, our team designed and fabricated custom bus shelter inserts and toppers that reimagined the urban environment as a luxurious brand touchpoint. Complete with interactive screens, scent sampling, and our proprietary MeasureOOH (MOOH) data collection technology, this experiential build blended form and function to create a memorable encounter for both consumers and the brand.

Business Challenge

Chanel’s creative team had a bold vision: take the essence of their Chance fragrance campaign and translate it into an in-person, street-level experience that felt as refined and curated as their products. But the challenge was multi-layered.

First, the activation had to be eye-catching yet on-brand—elegant, not ostentatious. It needed to fit seamlessly within a public transit environment while still standing out from the typical urban noise. Second, the bus shelter had to integrate multiple layers of interactivity: commercial video content, user-generated GIF creation, scent sampling, and coupon redemption—each requiring its own technical solution. And lastly, Chanel and Kinetic wanted quantifiable results. The installation needed to do more than look beautiful; it had to capture engagement data, offering insights into consumer behavior and campaign impact.

Goals & Objectives

Create an immersive brand touchpoint: Transform a standard city bus shelter into a sophisticated and interactive environment that mirrors the playful elegance of Chanel’s Chance line.
Drive social sharing: Encourage passersby to create and share GIFs, extending the campaign’s reach beyond the physical location.
Offer a tangible takeaway: Reward participants with a Chance perfume card sample and an in-store redemption coupon, creating a seamless connection between the outdoor activation and retail traffic.
Measure the impact: Integrate MeasureOOH (MOOH) technology to collect data on shelter engagement and assess campaign effectiveness in real-time.

Our Solution

To bring Chanel’s vision to life, we engineered a custom shelter insert and topper designed to blend seamlessly with the streetscape while reflecting the brand’s timeless aesthetic. Clean lines, sophisticated finishes, and subtle branding ensured the installation felt elevated without overwhelming the environment.

At the heart of the experience were two digital screens. The first screen played the Chanel Chance commercial on a continuous loop, inviting passersby into the world of the fragrance. The second screen served as an interactive photo booth where users could create personalized GIFs. With a simple interface and intuitive prompts, people could record their playful moment and instantly see their GIF come to life on-screen.

But the interaction didn’t stop there. After creating a GIF, participants were rewarded with a scented perfume card sample and an in-store coupon, both dispensed directly from the shelter. This surprise-and-delight element bridged the digital and physical experience, creating a direct path from street-level engagement to retail discovery.

Behind the scenes, we installed our proprietary MeasureOOH (MOOH) technology—a cutting-edge data measurement tool designed to track consumer interactions, dwell time, and engagement levels. This allowed Chanel and Kinetic to monitor the shelter’s impact throughout the campaign, providing actionable insights into consumer behavior and campaign performance.

Results

The Chanel Chance Shelter transformed an everyday street corner into a pop-up luxury experience, captivating busy commuters and curious pedestrians alike.

Throughout the campaign, the interactive shelter became a popular pit stop in downtown Chicago. Dozens of people stopped daily to create GIFs, resulting in a steady stream of user-generated content on social media platforms. The scent sampling and coupon redemption further extended the experience, driving measurable foot traffic to local retail locations.

In addition to capturing the attention of passersby, the shelter made an impression online. Users enthusiastically shared their GIFs with the #TakeYourChance hashtag, amplifying the campaign’s reach far beyond the streets of Chicago.

The integration of MeasureOOH (MOOH) allowed the Chanel and Kinetic teams to quantify campaign success in real-time, offering insights into user engagement metrics and optimizing the campaign’s future iterations.

In the end, the Chance Shelter exemplified what’s possible when luxury marketing meets street-level creativity: a meaningful consumer experience that delights in the moment and lingers well beyond.